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Discount Tire, Michelin earn 'EquiTrend' honors

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ROCHESTER, N.Y. (April 23, 2014) — Discount Tire/America’s Tire and Michelin have earned Harris Poll EquiTrend brand of the year honors in the auto service center and auto supplier-tire categories, respectively, the second consecutive year the companies have received the distinction.

The awards are given annually by Harris Interactive Inc., the Rochester-based market research and analytics firm that describes EquiTrend as a “premier benchmarking tool” that analyzes the impact of consumer engagement on brand equity.

The awards are based on Harris Interactive’s polling of consumers on more than 1,500 brands across 170 categories. The rankings take into account three key factors: familiarity, quality and purchase consideration.

Discount Tire/America’s Tire finished ahead of Goodyear Tire & Service Network, Napa AutoCare Centers, Valvoline Instant Oil Change, Precision Tune Auto Care, National Tire & Battery (NTB), Mobil1 Lube Express, Grease Monkey Automotive Service Centers and Firestone Complete Auto Care, Harris Interactive said.

In all, the EquiTrend rankings included 19 companies in this category, of which only Discount Tire, NTB and Pep Boys — Manny, Moe & Jack could be considered “independent” retailers, although the entities ranked include a number of franchised networks, including Precision Tune, Meineke Car Care Centrs and Midas Auto Service.

In the tire category, the Michelin brand finished ahead of Goodyear, Pirelli, BF Goodrich and Yokohama, with eight other brands receiving votes as well.

Receiving this award “reinforces that Discount Tire is meeting and exceeding the needs of its customers,” the dealership said.

This was the 26th annual EquiTrend study.

Harris Interactive derived its 2014 rankings by surveying 41,806 U.S. consumers ages 15 and older online during January. Each respondent was asked to rate 40 randomly selected brands; each brand received approximately 1,000 ratings, Harris Interactive said.

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